CONSUMER MEDIA USAGE RESEARCH STUDY Scarborough 2013
THE RESEARCH The market research study consists of 1,000 interviews from adults in Wisconsin. 850 interviews were conducted on a random-digit dial basis to ensure unlisted telephone numbers are included in the sample. An additional 150 interviews were conducted with cell-phone owners to ensure representation from those who do not have landline telephones. Data from the survey was adjusted to recent census estimates of age, gender, education, household size, DMA, race, and ethnicity. Usual measure of newspaper readership were used that match standards used by the Association of Audited Media and the Media Ratings Council. The survey results are accurate to plus and minus 3 percent.
THE QUESTIONS Readership Print, Online and Apps Advertising Circulars Purchase Opportunities Fast Food New Cars or Trucks Cable Providers Financial Institutions Health Care Casinos Agriculture Travel Community Information by Source Schools Sports Entertainment Crime and Personal Safety Political and Advocacy Voting Decisions and History Interaction with Elected Officials Fiscal and Social Issues Demographics
IMPRESSIVE NUMBERS!
CONSUMER MEDIA USAGE RESEARCH STUDY READERSHIP
77% Of adults read newspapers in print or digitally!
3.4 Million adults read newspapers in print or digitally!
READERSHIP BY GENDER Integrated Newspaper Readership - Newspaper + Digital 80% 79% 79% 78% 78% 77% 77% 76% 76% 75% 75% 79% 77% 76% Total Male Female
READERSHIP BY AGE Integrated Newspaper Readership - Newspaper + Digital 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 77% 68% 78% 85% The average age of a reader is 48.9 years old. She is from Generation X. Total 18-34 35-54 55+
READERSHIP BY HOME OWNERSHIP Integrated Newspaper Readership - Newspaper + Digital 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 77% 83% 67% Total Rent Own
READERSHIP BY EDUCATION Integrated Newspaper Readership - Newspaper + Digital 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 77% Total 69% HS Graduate or Less 83% 86% Some College College Graduate or More
CONSUMER MEDIA USAGE RESEARCH STUDY BUYING HABITS
#1 WHEN CONSUMERS ARE SHOPPING THEY LOOK TO NEWSPAPERS! When shopping for a good deal on merchandise consumers ranked newspapers and newspaper websites as the most useful source of information over direct mail, television, radio or websites such as Groupon!
NEWSPAPERS ARE PREFERRED! When shopping for a good deal on merchandise, consumers ranked newspapers and newspaper websites as the most useful source of information over direct mail, television, radio or websites such as Groupon! 35% 30% 25% 20% 15% 10% 5% 0% Local Newspaper Coupons In the Mail Internet TV Radio Refused / NK
6 out of 10 adults think newspaper ads are important! Consumers find newspaper ads worthwhile. 61% of Wisconsin adults say advertising that appears in newspapers is important or very important!
NEWSPAPER READERS PAY ATTENTION TO AD INSERTS! More than half of newspaper readers view the advertising circulars or flyers included with their newspaper nearly every time or very often.
NEWSPAPERS ARE PREFERRED! When receiving advertising circulars or flyers, consumers want to receive them in newspapers 45% prefer to receive ad inserts in newspapers compared to only 17% who prefer direct mail and 13% free shoppers. 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Local Newspaper No Preference In the Mail In Free Shoppers Refused / NK
Reach nearly 8 out of 10 adults who ate fast food last week! If you want to reach hungry consumers, you can t miss with Wisconsin newspapers and their digital content together they reach 79% adults who ate at least once at a fast food restaurant in the past week.. Base: 66% of adults eat at a fastfood restaurant in a typical week.
297,500 Wisconsin adults are considering changing their financial institution in the next year. REACH 83% of them with newspapers in print and digitally.. Base: 7% of adults are considering changing their financial institution.
924,900 Wisconsin adults are interested in receiving information about new health care insurance options. REACH 85% of them with newspapers in print and digitally.. Base: 21% of adults are interested in receiving information.
1,030,100 Wisconsin adults visited a casino in the past 12 months! REACH 86% of them with newspapers in print and digitally.. Base: 23% of adults visited a casino.
569,400 Wisconsin adults are considering adding, changing or dropping their cable or satellite provider in the next year. REACH 92% of them with newspapers in print and digitally.. Base: 13% of adults are considering adding, changing or dropping.
484,700 Wisconsin adults plan to buy a new vehicle in the next 12 months! REACH 92% of them with newspapers in print and digitally.. Base: 11% of adults plan to buy a new vehicle.
951,500 Wisconsin adults have influence on agriculture purchases! REACH 83% of them with newspapers in print and digitally.
Reach 4 out of 5 adults who influence agricultural purchases! If you want to reach farmers, you can t miss with Wisconsin newspapers and their digital content together they reach 83% of adults influential in the purchase of goods and services used on farms.
317,200 Wisconsin adults have influence on farm equipment purchases! REACH 80% of them with newspapers in print and digitally.
215,500 Wisconsin adults have influence on farm fertilizer purchases! REACH 83% of them with newspapers in print and digitally.
319,100 Wisconsin adults have influence on the purchase of livestock feed and supplies! REACH 81% of them with newspapers in print and digitally.
365,500 Adults have influence on the purchase of agricultural seed! REACH 78% of them with newspapers in print and digitally.
CONSUMER MEDIA USAGE RESEARCH STUDY COMMUNITY INFORMATION
NEWSPAPERS ARE THE MOST USEFUL SOURCE! When looking for information about schools in the community, consumers rank newspapers as the most useful source of information nearly triple the next closest source. 60% 55% rate newspapers as the most useful source! 50% 40% 30% Only 19% rate the Internet as the most useful source! 20% 10% 0% Local Newspaper The Internet Television Newscasts Radio Refused / NK
NEWSPAPERS ARE THE MOST USEFUL SOURCE! When looking for information about local high school sports, consumers rank newspapers as the most useful source of information nearly double all other sources combined. 60% 57% rate newspapers as the most useful source! 50% 40% 30% 20% Only 29% rate the Internet, television and radio combined as the most useful source! 10% 0% Local Newspaper Television Newscasts The Internet Radio Refused / NK
NEWSPAPERS ARE THE MOST USEFUL SOURCE! When looking for information about local things to do, consumers rank newspapers as the most useful source of information more than double the next closest source. 60% 50% 40% 30% 51% rate newspapers as the most useful source! Only 22% rate the Internet as the most useful source! 20% 10% 0% Local Newspaper The Internet Television Newscasts Radio Refused / NK
NEWSPAPERS ARE THE MOST USEFUL SOURCE! When looking for information about crime and personal safety, consumers rank newspapers as the most useful source of information! 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Local Newspaper 43% rate newspapers as the most useful source! Television Newscasts Only 31% rate television as the most useful source! The Internet Radio Refused / NK
CONSUMER MEDIA USAGE RESEARCH STUDY ENGAGEMENT
NEWSPAPERS GIVE YOU THE OPPORTUNITY TO CONTROL YOUR MESSAGE BEYOND A SOUND BITE
REACH ITES ENGAGED IN THEIR COMMUNITIES! Wisconsin adults care about their communities. Nearly 1 in 4 is a member of a club or organization that works on issues that are important to them. REACH 86% of them with newspapers in print and digitally.
TARGET THOSE WHO ENGAGE WITH THEIR ELECTED OFFICIALS! Fewer than one-third of adults contacted an elected official in the past 12 months. REACH 89% of them with newspapers in print and digitally.
TARGET VOTERS WHO CARE ABOUT STATE AND NATIONAL ISSUES! Wisconsin adults are voters those who stated they had voted in the state and national election in November of 2012 REACH 83% of them with newspapers in print and digitally.
REACH VOTERS WHO CARE ABOUT LOCAL ISSUES! Wisconsin adults are voters those who stated that they vote most of the time or nearly every time in local, school board or other county elections REACH 85% of them with newspapers in print and digitally.
TARGETED ADVERTISING SERVICES QUESTIONS
THANK YOU TARGETED ADVERTISING SERVICES Tom Johnson Advertising Services Director tom.johnson@wnanews.com 608-283-7625